1. Consumer Behaviour and the Decision Making Process
According to Phillip Kotler of Kellogg School of Management, a consumer is an individual who purchases products and services from the market for his or her own personal consumption. Consumer buying behavior is the buying behavior process of final consumers usually individuals and households who make a decision to buy goods and services. The behavior is affected by many external factors such as time and place. According to Kotler et al.(2005) consuming behavior is also about being and owning things not just the buying of the products. For example, how does owning a certain item effect a persons...
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